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Hegemony of Digital Platforms, Innovation Culture, and E-Commerce Marketing Capabilities: The Innovation Performance Perspective

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  • Amira Khattak

    (Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 11586, Saudi Arabia)

Abstract

Advanced technologies have affected business models. Sustainable innovation performance has become very critical for the survival of businesses, in particular in emerging economies. Therefore, this study aims to investigate the impact of digital platforms, innovation culture (IC), and e-commerce marketing capabilities on innovation performance (IP). In this study, the intervening role of IC was studied. Furthermore, the moderating role of e-commerce marketing capabilities was studied regarding the link between digital platforms and IP. Data were collected from the top management of small and medium enterprises (SMEs) working in several cities in Pakistan. For the data collection and analysis, the quantitative research method was used. Correlation, regression, and bootstrap methods were applied to test hypotheses. The results showed that digital platforms have positive impacts on innovation culture and IP. The findings verified that IC plays a mediating role in the relationship between digital platforms and IP. Moreover, digital platforms increase IP in the presence of e-commerce marketing capabilities. SMEs employ a self-motivated perspective, and it is necessary to evaluate their performance in terms of innovation. Subsequently, businesses that innovate their services and products with respect to their customers’ demands have the capacity to achieve true success. Consequently, SMEs need to analyze their IP for their businesses to flourish. The study emphasizes the overlooked relation of digital platforms and IP, as well as demonstrates the mediation effect of IC.

Suggested Citation

  • Amira Khattak, 2022. "Hegemony of Digital Platforms, Innovation Culture, and E-Commerce Marketing Capabilities: The Innovation Performance Perspective," Sustainability, MDPI, vol. 14(1), pages 1-13, January.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:1:p:463-:d:716259
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    1. Lin, Feng-Jyh & Lin, Yi-Hsin, 2016. "The effect of network relationship on the performance of SMEs," Journal of Business Research, Elsevier, vol. 69(5), pages 1780-1784.
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    3. Cenamor, Javier & Parida, Vinit & Wincent, Joakim, 2019. "How entrepreneurial SMEs compete through digital platforms: The roles of digital platform capability, network capability and ambidexterity," Journal of Business Research, Elsevier, vol. 100(C), pages 196-206.
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    Cited by:

    1. Xuelin Chen & Dongmei Zhou & Ziying Zhan & Ruoyu Lu, 2023. "When Do You Enter? Entrepreneurial Firms’ Entry Timing and Product Performance in the Digital Platform Market," Sustainability, MDPI, vol. 15(6), pages 1-18, March.
    2. Rui Du & Adriana Grigorescu & Kamer-Ainur Aivaz, 2023. "Higher Educational Institutions’ Digital Transformation and the Roles of Digital Platform Capability and Psychology in Innovation Performance after COVID-19," Sustainability, MDPI, vol. 15(16), pages 1-14, August.
    3. Muhammad Khan & Amal Nasser Alshahrani & Julija Jacquemod, 2023. "Digital Platforms and Supply Chain Traceability for Robust Information and Effective Inventory Management: The Mediating Role of Transparency," Logistics, MDPI, vol. 7(2), pages 1-20, April.

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